Document Design: Guidelines for Effective Information Layout Dr. Shelley Thomas

Rhetorical Situation Audience Purpose Context

Levels of Design Intra Inter Extra Supra

Levels of Design Intra  Controls local variation of the text Type size, font, expanded or condensed text, punctuation marks

Levels of Design Inter  Helps readers understand the text within a given field Hierarchy shown by type size (heading levels) Text divided into units (columns); hierarchy shown by placement (centering) Separates information (bullets in lists, lines between columns)

Levels of Design Extra  Operates outside the main text as autonomous entities with their own visual vocabulary and conventional forms  Includes pictures, data displays, icons, symbols

Levels of Design Supra  Includes top-down design elements that visually define, structure and unify the entire document Consistent chapter pages Page orientation Page bleeds, color, unifying logos

Functions of Design Provides access to information Aids comprehension Enhances recall Motivates readers Meets readers’ expectations Facilitates ongoing use

Visual/Verbal Cognates Arrangement and Emphasis  Visual structure and organization Clarity and Conciseness  Functional matters of style – readability Tone and Ethos  Users’ subjective responses to the visual signals

Visual/Verbal Cognates — Arrangement Arrangement— shows structure of information  Through numbering  Through lay out

Visual/Verbal Cognates — Emphasis Emphasis— controls what stands out

Visual/Verbal Cognates — Clarity Clarity—helps readers to access information quickly Encompasses many design elements  Typefaces Easy to read ? Appropriate for audience ? Demonstrates professionalism ? Easy-to-read all caps ?

Visual/Verbal Cognates — Clarity (con’t)  Charts  Illustrations

Visual/Verbal Cognates — Conciseness Conciseness—designs that are appropriately succinct Charts are too concise to communicate effectively

Visual/Verbal Cognates — Conciseness Information consolidated Be careful of those stray fish.

Visual/Verbal Cognates — Tone and Ethos Tone—reveals the designer’s attitude toward the audience Ethos—cultivates a sense of credibility with the audience

Rhetorical Impact of Visual Language Interdependence of cognate strategies  Closely related to each other, a tight- knit family  Elements work in concert, not in isolation, balancing and complementing one another  One strategy impacts other strategies and must be constantly monitored

Document Design Decisions Do I use text or a visual representation? Where do I place text, visuals? How many columns should I use? How do I group common elements? What type styles and sizes should I use? How do I accommodate different types of readers?

Advantages of Effective Document Design Accommodates different types of reading Points readers to most important material Promotes comprehension Enhances recall GOAL: Instant and lasting communication